JINRI，CENGJINGFENGMIZHONGGUODEYUNDONGXIEPINPAIGUIRENNIAO，YINZHAIWUCHANSHENZAISHOUXIANZHIXIAOFEILING，YINFAGUANGFANGUANZHU。TIANYANCHAXIANSHI，CIXIANZHIXIAOFEILINGFABUFAYUANWEIHEFEISHIZHONGJIRENMINFAYUAN，ANHAOWEI(2020)WAN01ZHI1047HAO，ZHIXINGBIAODEWEI1.31YIYUAN。

ZHEIBINGFEISHOUCI。JINNIAN9YUE，GUIRENNIAOJIUBEISHAMENSHIZHONGJIRENMINFAYUAN、QUANZHOUSHIZHONGJIRENMINFAYUANLIEWEIBEIZHIXINGREN。MUQIAN，GUIRENNIAOMINGXIAYOU5TIAOBEIZHIXINGRENXINXI，XIANZHIXIAOFEILING2TIAO，LEIJIZHIXINGBIAODECHAO4YI。

YUQIDAIKUAN、FUZHAIGOUZAOZHU、ZONGSHIZHISUOSHUILV、GUPIAOTUISHIFENGXIANXINGDENGYECHENGWEILEQI2020NIANLAILVBEITANJIDEGUANJIANZI，ZAIZHAIWU、DAIKUANDENGYALIXIA，YIBINLINTUISHIBIANYUAN。

GUIRENNIAOSHIGUONEIZUIZAOSHENGCHAN、XIAOSHOUGELEIXIUXIANYUNDONGXIEDEQIYEZHIYI。2014NIAN，CENGTOUDING“AGUYUNDONGPINPAIDIYIGU”SHANGSHI，SHIZHIYIDUDADAOSHUBAIYIYUAN，QICHUANGSHIRENLINTIANFUYECENGPINGJIECHAO100YISHENJIA，CHENGWEI2015NIANDEQUANZHOUSHOUFU。

WEIHEJINNIANLAIGUIRENNIAOYIZHIZAIZOU“XIAPOLU”？

01

“明星＋娱乐＋赛事”全维营销矩阵布局

高频触达消费者，坐上鞋业巨头宝座

CHUANGBANYU1987NIANDEGUIRENNIAO，YUANTA、TEBUDENGZHIMINGYUNDONGPINPAIYIYANG，DOUSHILAIZIYUYOUZHE“ZHONGGUOXIEDOU”ZHICHENGDEFUJIANJINJIANG。ERGUIRENNIAOQICHU，SHIJISHANGZHISHIYIJIAXIECHANG，ZHIDAO2002NIAN，CAIZHENGSHIDAZAOZIJIDEZIZHUPINPAI“GUIRENNIAO”。

CHENGLIHOUDUANDUANJINIAN，BIANCHENGGONGJISHENZHONGGUOSHIDAYUNDONGXIEPINPAIZHENLIE，2014NIANSHIZHIYIDUDADAO400YIDIANFENG，CHUANGSHIRENLINTIANFUYEDENGSHANGFUJIANSHOUFUZHIWEI。

TADECHENGGONGYUANYU“MINGXINGDAIYAN＋YULEGUANMING＋TIYUZHIRU”DUOWEIDUYINGXIAOCELVEDETONGBUSHIXING。

CHENGLIZHICHUDEGUIRENNIAO，WEILEXUNSUDAXIANGPINPAIZHIMINGDU，KOUKAISHICHANGDAMEN，JIJIKAIZHANYIXILIEPINPAIYINGXIAODONGZUO。ZAIPINPAIYINGXIAOFANGMIAN，GUIRENNIAOYUJINJIANGDEQITAYUNDONGPINPAIRUCHUYIZHE，CAIYONG“MINGXINGDAIYAN+GUANGGAOZUHE”YINGXIAODEGUANLI。

2000NIANXINIAOYUNHUISHANG，ZHONGGUOJIANERQUDEHAOCHENGJI，TEBIESHIPINGPANGQIUDUI，BAOLANLESIMEIJINPAI。ANTANACHUQUANNIANLIRUNQIANXIALEPINGPANGQIUAOYUNGUANJUNKONGLINGHUI。SUIZHE“KONGLINGHUICHUANANTAXIEFUDAPINGPANGQIU”DEGUANGGAOPUTIANGAIDIXUANCHUAN，ANTAYIPAOERHONG，ZOUCHULE“DAIYANREN+GUANGGAO”DEYINGXIAOXINMOSHI。

“MINGXINGDAIYAN+YANGSHIGUANGGAO”ZHEIZHONGMOSHIRANGANTADAHUOCHENGGONGHOU，GUIRENNIAOYEKAISHIYOULEPINPAIYISHI，BANQILE“ANTAYINGXIAOMOSHI”。

2002NIAN，GUIRENNIAOYAOQINGLIUDEHUADANRENPINPAIXINGXIANGDAIYANREN，BINGKAISHIGAOPINCITOUFANGGUANGGAO，JIEZHULIUDEHUA，GUIRENNIAODEZHIMINGDUYUELAIYUEGAO，XIAOLIANGYEDEDAOKUAISUZENGZHANG。

CHANGDAO“MINGXINGDAIYANYINGXIAO”TIANTOUDEGUIRENNIAO，ZAI2004NIANYOUXIANGJIQIANXIAZHANGBOZHI、LINZHILING。“ANTAYINGXIAOMOSHI”RANGGUIRENNIAOZAIYEJIFANGMIANBAOCHILESHINIANDEWENDINGZENGZHANG，2012NIAN，GUIRENNIAOFAZHANDADAODINGFENG，QIYEYINGSHOUGAODA28YIYUAN，JINGLIRUN5YIYUAN。

2007NIAN，GUONEIGUAQILEYULEJIEMUDEFENGCHAO，GUIRENNIAOYOUXIANRENYIBUDANGQILEHUNANWEISHI《KUAILENANSHENG》DEZANZHUSHANG，SUIZHEJIEMUDEHUOBAO，GUIRENNIAOPINPAIZHUANGOULEZHIMINGDU。

YUCITONGSHI，GUIRENNIAOHAIHEGUOJIATIYUZONGJUXIAOQIUYUNDONGGUANLIZHONGXINZUCHENG“CP”，ZANZHUZHONGGUOGUOJIAGAOERFUQIUDUI、ZHONGGUOGUOJIABAOLINGQIUDUIDENG8ZHIQIUDUI。

YOULEMINGXINGXIAOYINGHEYULEJIEMUYIJISAISHIDEDAIDONG，GUIRENNIAOPINPAIDEDAOHENDADECHUANBO。2009NIANKAISHI，YICHAOGUOXINGYEFAZHANSHUIPINGDESUDUKAIDIAN。2009NIANWANGDIAN1847JIA，2010NIAN3756 JIA，2011NIAN5067JIA。SANNIANSHIJIAN，WANGDIANSHUZENGZHANGLE2BEI。FENGKUANGKAIDIANZHIHOU，GUIRENNIAOYU2014NIANCHENGGONGSHANGSHI。

02

六年闭店数千家

惨败源于“品牌定位模糊不清”

RANER，HAOJINGBUZHANG，GUIRENNIAOZAIJINGLILEQIANQIDEGUANGHUIZENGZHANGQIHOU，YOUYUDINGWEIBUQING，ZUIJINJINIANKAISHI“ZHANZHEN”。

2019NIANNIANDI，GUIRENNIAOJIUKAISHICHUXIANLE5YIYUANZHAIQUANWEIYUE，ZONGFUZHAIYUE33YIYUAN，DANSHIZHANGSHANGXIANJINLIUJIN1500WANYUAN。SHOUYEJIBUZHENYIJIZHAIQUANWEIYUEDENGYINGXIANG，GUIRENNIAODEZONGSHIZHIYECONGDIANFENGSHIQIDE400YIYUANSUOSHUIDAOLERUJINDE10.94YIYUAN，BINGQIEGUANDIAOLE2800YUJIAMENDIAN，WEILAIFEICHANGBUMINGLANG。

ZHONGSUOZHOUZHI，ZI2012NIANKAISHI，GUONEIYUNDONGFUZHUANGPINPAIYIDUZAOYUSHICHANGHANDONG，YINGLAILEXINGYEXIPAI。QIJIAN，HAIDAOBILEJIGEZHIMINGDEPINPAI，BIRUSHUOXIDELONG、DEERHUIDENG。

DANGRAN，XINGYEHANDONGYERANGGUONEIBENTUDEYUNDONGFUZHUANGPINPAIKAISHIXUNZHAOCHULU。SHANGSHIHOUGUIRENNIAOXUANZELEQUANFANGWEIDEFAZHANZHANLVE——CONG“CHUANTONGYUNDONGXIEFUXINGYEJINGYING”XIANGTIYUDUOYUANHUAZHUANXING，DAKAILEFENGKUANGDEQIYEBINGGOU、KUODAHEQUANCHANYELIANRONGHEZHITU。

JUXI，JINZAI2014NIANDAO2017NIAN，GUIRENNIAOJIUFASHENGLESHIYUCIDESHOUGOU，QIZHONGBIJIAOZHIMINGDEYOURUGUHUPUTIYU，SHOUGOUTIYUYONGPINLINGSHOUSHANGJIEZHIXING。

CIWAI，GUIRENNIAOHAIYU2016NIANTOUZILEXIBANYAZUQIUJINGJIGONGSI。ZAITIYUCHANYEWAI，GUIRENNIAOHAISHEZULETIYUBAOXIANYEWU。DUANDUANJINIANSHIJIAN，GUIRENNIAOJIUCONGDANYIDEYUNDONGPINPAIKUOZHANGWEISHEJIBAOXIAN、YOUXI、JIANSHENDENGDUOGEXINGYEDE“ZAPAI”。

FANGUANTONGWEIYIXIANPINPAIDEANTAHELININGYIJIERXIANPINPAIDETEBU，QUEXUANZELEWENZHAWENDA，HUIGUIZHUYE，BAOCHIPINPAIBENSHENDEHEXINDINGWEI。

ANTAZAISHOUGOUFILAZHIHOU，ZUOLEPINPAIJUJIAO，JIANGANTAPINPAIDINGWEIZHUANYEYUNDONG、FILAPINPAIDINGWEISHISHANGYUNDONG，QUANFANGWEIDAZAO2GEPINPAI，TONGSHIGUANTINGKUISUNDIANPU，HUISHOUFENXIAOSHANGZHUANZIYINGGONGSI；

LININGDEDONGZUOGENGDA，DAGUIMOHUISHOUDAILISHANGJIUHUO，ZHONGXINDINGWEIHEJUJIAOPINPAI，HAIGENJUHULIANWANGXIAOFEIQUSHI，DALIFAZHANWANGSHANGYEWU；

TEBUZAISHISHANGYUNDONGSHENGENGDETONGSHI，ZHAODAOLEZANZHUMALASONGYUNDONGDEXINLUZI，SUIZHEGUONEIGEDIMALASONGYUNDONGRUHUORUTUDEJUBAN，TEBUDEPINPAIXINGXIANGYEYUELAIYUEQINGXI。

ZAIYIDINGCHENGDUSHANGLAISHUO，“PINPAIDUOYUANHUA”DEQUESHIPINPAIZHUANXINGDEYIBALIQI，DANGUIRENNIAOSHILIDEGUANJIANBUZAIYUPINPAIDEDUOYUANHUAZHANLVE，ERSHIPINPAIDINGWEIBUQINGXI，SHIDEDUOYUANHUAZHANLVEDESHISHICHUXIANLEWENTI。

ERANTA、TEBU、LININGDENGPINPAI，TAMENSUIRANYEZAIKUOZHANG，SHOUGOULEYIXIEGUOWAIPINPAI，DANTAMENSHIZHONGJUJIAOYUYUNDONGXIEFUYEWUBANKUAI，DINGWEIYUZHUANYEDEYUNDONGXIEPINPAI。

03

品牌定位决定营销成败

把握不好终将被淘汰

WUDUYOUOU，“YIDAIXIEWANG”DAFUNIYESHIYINWEIPINPAIDINGWEIBUGOUJINGZHUN，ERCANZAOQUANMIANBIDIAN。

DAFUNIJIZISHENDEDINGWEISHIDAZHONGLIUXING。ZAICHUQINVXIEXIQUEDENEIDISHICHANG，YIJIWUZHISHANGWEIFENGFUDENIANDAI，ZHEIZHONG“PINGJIASHISHANG”HENKUAIJINRUDAOLEXIAOFEIZHEXINZHIZHONG。

DANSHIJISHANG，DAFUNIZHANGQIYILAIDUIYUZISHENPINPAIDEDINGWEIBINGBUQINGXI，SUIRANSHUOSHIDINGWEIZHONGDIDUANSHICHANG，DANMENDIANQUEQUANDOUKAIZAILEYIERXIANCHENGSHI，JIRENDEDIYIYINXIANGRENGSHI“GAODUAN”DINGWEI。

DANGSHICHANGFENEZHUJIANDIUSHIHOU，QIJIANGMUGUANGZHUANYIDAODIXIANSHICHANG，SHENZHISHENDABIANYUANDEXIANCHENGHEXIANGZHEN，WEICICAIQULEDIJIACUXIAODESHOUDUANLAIXIYINDIXIANCHENGSHIXIAOFEIZHE。

DAFUNIHULVELEXIAOFEIZHEDEXINZHIRONGLIANGYOUXIANBINGQIEYANJUANHUNLUAN，HUGAOHUDIDEDINGWEIRANGXIAOFEIZHEDUITACHANSHENGLEBUXINREN，DAFUNIZAIXIAOFEIZHEXINZHIZHONGDEFENEZHUJIANJIANSHAO，ERWOMENJINGCHANGSHUOXINZHIFENEYINGXIANGSHICHANGFENE。

ZUIZHONGDEJIEGUOYEZHENGMINGLEZHEIGEDINGLUN，DAFUNIJIMEIYOUZAIZHONGDIDUANSHICHANGZHANDAOBIANYI，YOUSHIQULEYIERXIANCHENGSHIDEXIAI，KEWEIDEBUCHANGSHI。

KEYIKANDAO，ZHONGDUOBENTUPINPAIZAITONGYEJINGZHENGZHONGSHIBAIDEYUANYIN，DADIDOULIBUKAI“DINGWEIBUQING”。YOUCI，PINPAIDINGWEIWENTI，ZAICIBEITUIDAOLEPINPAIJIANSHEYUPINPAIYINGXIAODEFENGKOULANGJIAN。

SUOWEIDINGWEI，JIUSHIRANGPINPAIZAIXIAOFEIZHEXINZHIZHONGZHANJUZUIYOULIDEWEIZHI，SHIPINPAICHENGWEIMOUGELEIBIEHUOMOUZHONGTEXINGDEDAIBIAOPINPAI。RUCIDANGXIAOFEIZHECHANSHENGXIANGGUANXUQIUSHI，BIANHUIJIANGDINGWEIPINPAIZUOWEISHOUXUAN。

BIRU，XIAOFEIZHEXIANGMAIYILIANGANQUANXINGNENGGAODECHESHI，HUIZIRANXIANGDAOWOERWO；XIANGYAOMAIQUXIEXIFASHUISHI，HUIZIRANXIANGDAOHAIFEISI；CHISHANGHUOSHIWUSHI，HUIZIRANXIANGDAOWANGLAOJI。

DINGWEISHIZHENGGEPINPAIYINGXIAOZHANLVEDEHEXIN，ZHENGQUEYUFOU，JUEDINGLEPINPAIFAZHAN。RUGUOPINPAIDINGWEIYOUWU，JIUXIANGZOULUCUOLEFANGXIANG，ZENMEYEBUKENENGDAODAMUDEDI，GUIRENNIAODESHIBAIZHENGZAIYUCI!

CONGGUIRENNIAODEMEILUO，RANGWOMENSHENSHOUQIFADESHI：“TIYUMINGXING+HUODONGZANZHU+YANGSHIGUANGGAO”DEHUANGJINYINGXIAODINGLVZAIHAO，YEHUIZAOSHOUSHENMEIPILAO，ZHEIJIUSHICHUANTONGPINPAIYINGXIAOMOSHIDERUODIAN。ERWEIYOUJINGZHUNDEPINPAIDINGWEI，CAISHIPINPAIDEHEXINJINGZHENGLI，CAISHIPINPAIYINGXIAOCHENGBAIDEGUANJIAN!

DUIYUGUIRENNIAOLAISHUO，DANGWUZHIJISHIYAOMINGQUEPINPAIDINGWEI，QUELIHEXINFAZHANFANGXIANG，ERFEIMANGMUKUOZHANG，ZHEIYIZHANLVEDINGWEIHENDACHENGDUSHANGJUEDINGLEGUIRENNIAONENGFOUZAICIZHANCHIGAOFEI，FOUZE，GUIRENNIAOKENENGHUIYONGYUANGAOBIEAGU。